IKEA & Pride — Treps&Bex

^{Client/ IKEA
PITCH Campaign idea/ SKÅNDAL
Channels/ Digital/ Experiential/ In-store/ Print}

^{Pitch challenge/
IKEA wanted to mark the Pride in London celebrations in line
with its positioning of the ‘Wonderful Everyday’.

Pitch solution/

A key pledge
for Pride 2018 was ‘freedom to be visible’. So we decided to overhaul one IKEA’s most overlooked assets: stock shots in picture frames. Forget clichés. We wanted crowd-sourced photos from the LGBT+ community. We’d then roll out
real-life products in a lasting show of pride... both wonderful and
everyday.}

^NEXT︎